ADT 2011 Annual Report Download - page 7
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5
ADT NORTH AMERICA
RESIDENTIAL AND
SMALL BUSINESS
MARKET LEADER
IN NORTH AMERICA
RESIDENTIAL
SECURITY SERVICES
Leading provider of security
systems in the U.S. and
Canada
6.4 million customers, more
than 7 times the nearest
competitor
26% market share in the U.S.
Strong brand recognition
138-year legacy
Sustained growth of customer
base and revenue per user
Highly profitable subscriber-
based business model
BUSINESS STRENGTHS
Residential security systems,
installation and monitoring
Small business security
systems, installation and
monitoring
Premise control and
management services
Personal emergency response
system and home health
services
KEY PRODUCTS AND SERVICES
ADT
ADT Companion Service
ADT Custom Home Services
ADT Pulse Interactive
Services
KEY BRANDS
Increase customer penetration
through broad distribution
channels (direct and indirect)
and expanding channel
partners
Improve retention by
enhancing the customer
experience at all key customer
touch points
Continue to grow revenue
per user by oering new,
innovative solutions such as
ADT Pulse
Leverage operational
excellence and information
technology initiatives to
reduce subscriber acquisition
costs and improve recurring
margins
Balance key levers to optimize
return on investment for
subscriber-based business
Deliver consistent and stable
results via recurring revenue
base
VALUE DRIVERS
“ We want to build a growth
company fueled by great people
who are passionate about our
mission of Creating Customers
for Life.”
— NAREN GURSAHANEY
CHIEF EXECUTIVE OFFICER
Naren Gursahaney at the ADT sales and service
oce in Jacksonville, Florida.
CONTRACT TYPE
10%
NON-RECURRING
REVENUE
REVENUE* in billions
09 10 11
$2.2
$2.6
$3.1
REVENUE PER USER* per month CUSTOMER BASE* in millions
09 10 11
$35.67 $35.94 $37.11
09 10 11
4.8
6.3 6.4
90%
RECURRING
REVENUE
* Results for 2010 and 2011 reflect Tyco’s acquisition of Broadview Security
completed on May 14, 2010.